The Gaming Creative

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Creative Spotlight Featured

If you think your brand can't be in gaming, BMO NXT LVL says you are wrong.

A new bank branch? That's nothing new. But if someone told you a bank launched a new branch - on Twitch? You'd be a little more surprised, to put it lightly. Well, BMO’s NXT LVL campaign didn’t just defy expectations or win shiny awards

Branding is the Up, Up, Down, Down, Left, Right, Left, Right, B, A for Esports Teams.

In esports, much like business, there is one thing that never changes - competition is fierce. And standing out is everything. That's why the significance of branding cannot be overstated.

Cannes Lion Winners Featured

What We Can Learn From The Cannes Lion Winners in Gaming (Bronze part 1 of 2)

This is the first in a multi-part series where I will work my way up from Bronze to Gold examining the best creative work in gaming and looking to see what is ONE key lesson we can all learn from each piece of work!

Fans love Riot's latest hit - here's 5 things your brand can learn from it.

Riot's latest music video to promote Valorant Champions 2023 hit all the right notes. We can all learn from it. And here are 5 things brands can learn about how to connect with the gaming and esports audience.

Creative Spotlight Featured

An Interview with Concept Artist Johnson Ting: From Kuching to Gaming Destiny.

Johnson Ting is a concept artist who creates concept art for AAA games and films worldwide - including titles such as Destiny 2, Call of Duty, Mortal Kombat, Valorant and more. This is a story of how he got there, from a small town in East Malaysia.

5 Things Every Game Needs to Make it as an Esport.

Esports is a massive part of gaming culture. But not every game is destined to make it as an Esport. Here are 5 factors a game needs to to develop an esports scene.

Why G2 Esports and Ralph Lauren's 2023 Capsule is Fire.

G2 and Ralph Lauren dropped their latest collection, a limited edition capsule which will be debuted by the G2 League of Legends team in the LEC Summer Playoffs.

Creative Spotlight: McDonald's Unbranded Menu

One of the biggest challenges with advertising in gaming culture, is that there are so many diverse and different sub-cultures. But what if you came up with an idea that could connect with them all? That is the true genius of the McDonald's Unbranded Menu, by Leo Burnett Manila.

music in gaming

Why Valorant's Collaboration With Zedd Was Such a Hit.

From collaborations with Katy Perry, Kehlani and Shawn Mendes, to features with Victoria Secret and South Park, Zedd has literally done it all. A partnership with him a no-brainer for Riot Games.

Gaming News: Singapore's Team Finally Gets Singapore's Chair.

Secretlab has become the premier gaming chair in esports around the world, reaching an estimated valuation of $1.5b in 2021 - a massive achievement for a homegrown brand from Singapore. And they had done some awesome collabs with esports organizations around the world, such as Team Liquid, as well

5 Ways Esports is Changing Gaming Culture

Esports has emerged as a dominant force within not only gaming culture, but the culture in general. It has captivated millions of fans worldwide and is quickly changing the way we perceive gaming. Let's examine some of those changes and the impact they have. 1. Connecting Gaming Culture

Creative Spotlight: Heinz Hidden Spots

Gamers are hungry for a lot of things - frags, moments, clips, Ws, duos, smack talk and more - but most importantly, they are hungry for...snacks. And one challenge they face is that during the fast-paced modern game environment, there are barely moments to breathe let alone snack. “80%

Creative Spotlight: BK Sponsors Stevenage

In 2018, Burger King surprisingly sponsored Stevenage Football Club - who were pretty much one of the lowest-ranked teams to make the cut in to the FIFA video game, produced by EASPORTS. In FIFA 20, the Burger King logo would be on the Stevenage jersey in the game. This is

Gamers are more diverse than ever. What you need to know.

The once narrow perception of gamers has shattered, and a diverse community has emerged, defying stereotypes and embracing inclusivity. In this article, we'll explore the incredible diversity found within the gaming world, backed by compelling data points. We are witnessing the rise of a new era, where gamers

Gaming culture matters. Here's why.

You might wonder why gaming culture? Why not just gaming? Or why not esports? The reason is because I believe that gaming culture is infinite. It can truly live on. It is infectious. It goes beyond any game, any genre or any type of person or behavior. Gaming culture impacts

About Me Featured

My story for creativity and gaming started young.

People in the advertising world will know me as Stephen Kyriakou. An industry veteran with over 20 years of experience in building some of the world's most important brands. Those in the gaming world? They know me as kylo - the gamertag that I have adopted as my